Names: Kumuthu Ratnnayake

• Cadbury is a British multinational confectionery company owned by Mondelēz

International.

• It is the second largest confectionery brand in the world after Wrigley's.

• Cadbury is headquartered in Uxbridge, London.

• Irene Rosenfield is the current Chairman and CEO of Mondelēz International.

• Industry type is – Confectionery

INTRODUCTION

HISTORY

• In 1824, John Cadbury began selling tea, coffee, and drinking chocolate in

Birmingham, England.

• From 1831 he moved into the production of a variety of cocoa and drinking

chocolates

• In 1847 John Cadbury became a partner with his brother Benjamin and the

company became known as "Cadbury Brothers”

• John Cadbury's sons Richard and George took over the business in 1861.

VISION & MISSION OF CADBURY

VISION

• “Working together to create brands people love”

MISSION

• Cadbury's means quality: this is our promise. Our reputation is built upon quality; our

commitment to continuous improvement will ensure that our promise is delivered.

CADBURY PRODUCTS

Dairy Milk

Bournville

Crème Egg Twirl

Boost Cake Bars Sprinkler

CADBURY PRODUCTS

Marshmallow Santa

Vampire Mallows

Caramel Biscuits

CADBURY DAIRY MILK

Product type Confectionery

Owner Cadbury

Country United Kingdom

Introduced 1905

BARS

• The original Dairy Milk bar ("with a glass and a half of fresh milk") was

launched in 1905.

• Variant bars include caramel, "fruit & nut" (a bar with raisins and

almonds),"whole nut" (with hazelnuts) and a bar with a Turkish delight centre.

• Dairy Milk Ritz, a bar with salty Ritz crackers was launched in the United

Kingdom in 2014.

Dairy Milk Cola

Pretzel Honey Comb

Dairy Milk Whole Nut

Dairy Milk Caramel

Dairy Milk Silk

VAREITY TYPES OF DAIRY MILK

Dairy Milk Fruit & Nut

•Dairy Milk is 23 percent cocoa solids.

•It was reformulated in 2006 and again in 2009, with the addition of

palm oil as a replacement for some cocoa butter.

•In August 2009, Cadbury announced it would return to using cocoa

butter instead of palm oil as the formula due to a poor response from

consumers.

PRODUCTION

COMPETITORS

HERSHEY’S

Mars

FERRERO ROCHER

Nestle

MARKET SHARE

PERCEPTUAL MAP

ADVERTISING CAMPAIGNS

•2004 - Series of advertisements in UK and Ireland

•2007 - Gorilla

•2008 - Truck

•2009 - Eyebrows

•2010 - Chocolate Charmer

•2011 - Charity Shop

•2012 - Joville campaign

•2014 - Cadbury Silk New Ad / Free the Joy

“A Glass And A Half Of Full Cream Milk In Every Half Pound"

Strong association with milk

MARKETING STRATEGIES

Released a song named “Zingolo”

A full music video was made incorporating the 60 second ads.

Social media : Facebook page

SPONSORSHIPS

•2012 Olympics

•3rd series of Glee

https://www.cadbury.co.uk/

SWOT ANALYSIS

STRENGTH

1. Number one chocolate brand in the

world

2.Celebrity brand ambassadors

3.Excellent advertising, reach and

accessibility

4.High brand loyalty

WEAKNESS

1.Food products have a limited shelf life

2.Marred by scandal few years back

3.Their competitors have greater

international experience

OPPORTUNITY

1.Untapped rural markets

2.Better product packaging and preservation

3.Leverage Cadburys successful brand

4. Sugar free category

THREATS

1.Other branded and local

chocolate manufacturers

2.Sweets as substitutes

CONCLUSION

• Cadbury is one of the largest firms which produce chocolates products in the world.

• It is a brand which is associated with high levels of quality and customer satisfaction.

• Cadbury Dairy Milk has managed to take a simple chocolate bar and create numerous

associations with it over the years. This includes Dairy Milk Toffee Popcorn, Dairy Milk

Silk etc.

• The prospective customers have changed from kids to adults –including every family

member to celebrate any occasion with Dairy Milk.